{"id":112860,"date":"2012-10-23T22:07:00","date_gmt":"2012-10-24T03:07:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/not-all-leads-are-created-equal-yellow-pages-provide-highly-qualified-leads-2\/"},"modified":"2024-12-21T05:54:12","modified_gmt":"2024-12-21T10:54:12","slug":"not-all-leads-are-created-equal-yellow-pages-provide-highly-qualified-leads-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/not-all-leads-are-created-equal-yellow-pages-provide-highly-qualified-leads-2\/","title":{"rendered":"Not All Leads are Created the Same \u2013 Yellow Pages Provide Highly Qualified Leads"},"content":{"rendered":"<p>A recent study by CRM Associates entitled <a href=\"http:\/\/www.yellowpage-advertising.com\/Research%20Papers\/Not%20All%20Leads%20are%20Created%20Equal%202011.pdf\" target=\"_blank\" rel=\"noopener\">Not All Leads are Created the Same: Conversion Rates Drive the Bottom Line<\/a>\u00a0reports that Yellow Pages (both print and online) provide higher conversion rates than other direct marketing options. Although other media may provide <em>more<\/em> leads, the leads brought in from Yellow Pages come from ready-to-buy shoppers who are more likely to make a purchase.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2892\" title=\"Apples vs Oranges\" src=\"\/wpe-content\/uploads\/2012\/10\/iStock_000018102862XSmall1-150x150.jpg\" width=\"190\" height=\"192\" \/><\/p>\n<p>The study compared Direct Mail, Email, <a href=\"\/en-gb\/services\/paid-media\/\">Paid Search, Online Display, Mobile Display<\/a>, Print Yellow Pages (display ads and in-column space ads were looked at separately) and Internet Yellow Pages. While the first five media had a conversion rate between less than one percent and just under five percent, all of the Yellow Pages options had a conversion rate of 42%!<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2796\" src=\"\/wpe-content\/uploads\/2012\/09\/sepvisual3.bmp\" width=\"493\" height=\"225\" \/><\/p>\n<p><i>1. Estimates for cost per click vary. According to Marketing Sherpa&#8217;s 2011 Search Marketing-PPC Edition, the average cost per click for paid search is currently $3.57, while according to DMA&#8217;s Response Rate 2012 Report, the cost per click is $3.05. This report will use the midpoint of $3.31 as a benchmark estimate.<br \/>\n2. The DMA Response Rate Report lists an ROI value of 10 for Online Display, which implies an average purchase value of $1,310. The value has been adjusted to $3.6 to have an average purchase value consistent with the value for Paid Search.<\/i><\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69fd2e1766048'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69fd2e1766048');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>Direct Mail and Email (both from a House mailing list) had lower or competitive costs per lead in comparison to Yellow Pages, but keep in mind that the key here is that a far higher percentage of Yellow Pages leads turn into a sale as compared to the other media. With the exception of Email (House), the sales return on investment (amount returned in sales for every dollar invested) is higher for all Yellow Pages options than any of the other media.<\/p>\n<p>The study also concluded that it takes nine clicks from Paid Search to equal the effectiveness of\u00a0<strong><em>one<\/em><\/strong> Yellow Pages lead. Similarly, it takes 17 clicks on an Online Display ad or 40 clicks from an Email to equal one Yellow Pages lead.<\/p>\n<p>The study does caution that the one area where Yellow Pages can\u2019t compare to the other media is \u201cinterest creation\u201d. Because Yellow Pages are primarily used by customers who are ready-to-buy and actively shopping, the medium doesn\u2019t lend itself to creating the opportunity for an impulse purchase. That just underscores the importance of a solid <a href=\"\/en-gb\/services\/strategic-insights\/\">media allocation strategy<\/a> to ensure that your <a href=\"\/en-gb\/services\/digital-media\/\">media choices<\/a><a> will not only encourage consumers to decide to purchase but also that you\u2019ll be front and centre when they actively take steps to make that purchase.<\/a><\/p>\n<p>In summary, Yellow Pages are unique in their outstanding ability to deliver qualified leads from consumers who are actively shopping and ready to make a purchase. The old adage is that \u201cyou get what you pay for\u201d, and based on this study, it\u2019s apparent that investing in Yellow Pages advertising gets you high-quality leads and a strong return on investment.<\/p>\n<p>Interested in finding out more? <a href=\"\/en-gb\/contact\/\">Contact DAC<\/a>\u00a0today!<\/p>\n<p><em>Amy Rybczynski, Marketing Research Analyst<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A recent study by CRM Associates entitled Not All Leads are Created the Same: Conversion Rates Drive the Bottom Line\u00a0reports that Yellow Pages (both print and online) provide higher conversion rates than other direct marketing options. Although other media may provide more leads, the leads brought in from Yellow Pages come from ready-to-buy shoppers who [&hellip;]<\/p>\n","protected":false},"author":38,"featured_media":101504,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.78,"reading_level_needs_review":"0","footnotes":""},"categories":[2904],"tags":[242,210,292,178,202,491,244],"class_list":["post-112860","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-internet-yellow-pages","tag-iyp","tag-print","tag-research","tag-roi","tag-search-2","tag-yellow-pages"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Not All Leads are Created the Same \u2013 Yellow Pages Provide Highly Qualified Leads | DAC<\/title>\n<meta name=\"description\" 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